The Advertising Standards Authority banned the online betting shop from using “socially irresponsible” images of Suarez in its ads. He is just 24 years old, and therefore may encourage other young people to gamble, the ruling states. The ad in question offered bettors their “Money Back If Suarez Scores” (see image below).

Suarez recently accepted an eight-match ban for directing racial language at defender Patrice Evra during the Oct. 13, 2011, Liverpool-Manchester United match — the same game Paddy Power featured in its now-banned ad. In Suarez’s defence, the “racism” of his language depends on an interpretation of the Uruguayan’s use of Rioplatense Spanish as heard by a Frenchman.*

To add gasoline to the fire, the ad appeared in The Sun — a News Corp. tabloid that has been boycotted by Liverpudlians since 1989 after it published untrue statements blaming Liverpool fans for the deaths of 96 people at the Hillsborough Stadium disaster.Traditionally, neither Liverpool nor any of its sponsors buy media in The Sun — which meant Paddy Power’s use of an image of Suarez playing in his Uruguay national team shirt was a particular affront to Reds fans.

*Disclosure: I was born in Liverpool and am a card-carrying member of the L.F.C. New York Supporters Club.